Assignment
Establish Keds as a global fashion brand that speaks to teen girls everywhere. Reclaim icon status and encourage the sense of individual style that Keds was once known for.

Target
Young women ages 13-24, who are kind, bold and optimistic. These socially connected young women are digitally driven and their opinions influence others.

Insight
These young women are catalysts in their communities, and those communities enable them to become their most authentic selves. Keds has the opportunity to be the fashion brand these women could claim as their own, giving them a platform to express their goals, dreams and desires. It’s a place for them to shine and connect with other like-minded girls who dare to be brave.

Execution
The “Calling All Brave Girls” campaign expressed both the overall brand sentiment and a call to action for a new online experience, Bravehearts.com, where girls could share their sense of style and personal stories.

This digital-first campaign was part of an overall multi-media campaign of digital, social, video, print, mall media, promotion and retail components to be used in key markets around the globe.

The Bravehearts.com website was designed to fuel engagement, content creation and provide a significant source of earned media for Keds. Taylor Swift embodied the brand’s brave new spirit: confident, enduring, iconic, eternally optimistic, all-American, and a fashion leader with a story of personal courage. Taylor was to be Brave Girl #1, accelerating a meaningful connection to young women and a strong brand association.

Create Optimism

MIKE TOTH

1952 – 2014

Mike taught us to find the soul in things: people, brands, ourselves. The soul is our true north, and it must be coveted. We rely on it when the waters get rough. When storms roll in. When we lose our way.

Technologies change. Trends come and go. Seasons pass. New generations carry on. Toth+Co looks to the future with fresh eyes, innovative minds and exciting new talent. The waters out there are uncharted, but we’re following our true north, just like Mike taught us.